Factors affecting value co-creation through artificial intelligence in tourism-a general literature review

Journal article

Solakis, K., Katsoni, V., Mahmoud, A.B and Grigoriou, N. (2022). Factors affecting value co-creation through artificial intelligence in tourism-a general literature review. Journal of Tourism Futures. https://doi.org/10.1108/JTF-06-2021-0157
AuthorsSolakis, K., Katsoni, V., Mahmoud, A.B and Grigoriou, N.
Abstract

Purpose
This is a general review study aiming to specify the key customer-based factors and technologies that influence the value co-creation (VCC) process through artificial intelligence (AI) and automation in the hospitality and tourism industry.

Design/methodology/approach
The study uses a theory-based general literature review approach to explore key customer-based factors and technologies influencing VCC in the tourism industry. By reviewing the relevant literature, the authors conclude a theoretical framework postulating the determinants of VCC in the AI-driven tourism industry.

Findings
This paper identifies customers' perceptions, attitudes, trust, social influence, hedonic motivations, anthropomorphism and prior experience as customer-based factors to VCC through the use of AI. Service robots, AI-enabled self-service kiosks, chatbots, metaversal tourism and new reality, machine learning (ML) and natural language processing (NLP) are technologies that influence VCC.

Research limitations/implications
The results of this research inform a theoretical framework articulating the human and AI elements for future research set to expand the models predicting VCC in the tourism industry.

Originality/value
Few studies have examined consumer-related factors that influence their participation in the VCC process through automation and AI.

KeywordsArtificial Intelligence; Automation; Machine Learning; Metaversal Tourism; Mixed Realities; Natural Language Processing; Value Co-Creation; Virtual Reality
Year2022
JournalJournal of Tourism Futures
PublisherEmerald
ISSN2055-5911
Digital Object Identifier (DOI)https://doi.org/10.1108/JTF-06-2021-0157
Web address (URL)https://www.emerald.com/insight/content/doi/10.1108/JTF-06-2021-0157/full/html
Publication dates
Print05 May 2022
Publication process dates
Accepted2022
Deposited07 Aug 2023
Publisher's version
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File Access Level
Open
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